BMW 2003 Annual Report Download - page 133

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3
Detecting potentials. Shaping growth. Taking a clear stand. Understanding and using distinctive strengths –
and taking action based on a clear strategy. However perfect the latest achievement, it is merely the starting
point in the quest for something better. This belief is shared by everyone in the BMW Group, it forms cor-
porate
culture and determines the processes in the Company. And it is apparent in an uncompromising com-
mitment
to the premium claim: only strong brands with a clear-cut profile have a role to play. This approach
results in vehicles that are sought after all over the world; automobiles and motorcycles that create excitement
in more and more people, and whose success is leading the Company into a new dimension. Born from our
own aspiration, our own strengths and our own efforts.